Cat Williams Mindshare - The Myths of Social Marketing

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The Myths of Social Marketing as presented at Social Media Advertising Event on 20 September 2010.

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Cat Williams Mindshare - The Myths of Social Marketing

  1. 1. MYTHS OF SOCIAL MARKETING<br />CAT WILLIAMSMINDSHARE<br />
  2. 2. THE LADDER<br />Creators<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />Forrester’s Social Technographic Ladder 2007<br />ambientlight.ca<br />
  3. 3. 3<br />LONDON, 2005<br />
  4. 4. Mobile Internet Usage<br />80%<br />55%<br />10%<br />
  5. 5. NEW YORK, 2009<br />@jkrums<br />
  6. 6. 6<br />THE LADDER’SFALLEN OVER<br />ambientlight.ca<br />
  7. 7. 7<br />
  8. 8. MYTHS<br />
  9. 9. 1.<br />ADVERTISING’S DEAD THE FUTURE’S VIRAL<br />
  10. 10.
  11. 11.
  12. 12.
  13. 13. O<br />P<br />E<br />
  14. 14. 2.<br />UGC IS TAKING OVER THE WORLD<br />
  15. 15. ONLY 20%OF MOST POPULAR VIDEOS ARE UGC<br />
  16. 16. 80%OF LINKS ON TWITTER ARE TO PROFESSIONAL MEDIA SOURCES<br />
  17. 17. 3.<br />SOCIAL DOESN’T WORK FOR B2B<br />
  18. 18. 130 friends<br />average Facebook user: 130<br />97<br />followers & following<br />average Twitter user: 126 followers<br />connections<br />88 <br />average LinkedIn user: 32-67<br />Source: CNBC ViewerConnect May 2010; user data from Facebook, Twitter and LinkedIn/Andersen Analytics<br />How many people would you say you are connected to on the social networking sites you use?<br />
  19. 19.
  20. 20.
  21. 21. 4.<br />YOU WANT LOTS OF INFLUENCERS<br />
  22. 22.
  23. 23.
  24. 24.
  25. 25. Mindshare case study: Volvo UK <br />
  26. 26. Mindshare case study: Volvo UK <br />
  27. 27. 5.<br />YOU CAN’T MEASURE SOCIAL<br />
  28. 28. WHAT IS YOUR OBJECTIVE?<br />Recommendation<br />Awareness<br />Purchase<br />Consideration<br />SYNDICATE <br />OPEN-SOURCE<br />ON-DEMAND<br />ADVOCACY<br />
  29. 29.
  30. 30. Mindshare case study: Slumdog Millionaire India <br />
  31. 31. Mindshare case study: First Direct Live<br />
  32. 32. Mindshare case study: Impulse Diaries<br />
  33. 33. 6.<br />SOCIAL’S KILLING TV<br />
  34. 34. TV <br />DRIVES SOCIAL INTERACTION<br />
  35. 35. O<br />P<br />E<br />
  36. 36. MYTHS OF SOCIAL MARKETING<br />catherine.williams@mindshareworld.com@mindsharesocial<br />

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